Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Wednesday, February 27, 2013

Telefonica affordable call rates





















This Telefonica advertisement enhances the affordable prices that the company offers. In this case, long-distance calls are promoted by presenting a man that could be the consequence of a relationship between a Scottish and a Japanese, or another from a Turkish and a Swedish.


Goldenberg and colleagues suggested that successful advertisements are characterized by abstract patterns –creativity templates- that can lead to more effective outcomes. Among the templates described in his work, the consequence template can be observed in this print. In this case, it indicates the implications of taking advantage of the great deals the company offers. Moreover, the advertisement adds humor in the message, which is a method that has been proved to attract attention and increase liking if applied correctly (Weinberger & Gulas, 1992). The combination of both techniques is a good tool to make an effective advertisement.


Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality adsMarketing Science18, 333-351.

Weinberger, M. G. & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, Vol. 21(4), 35-59.

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